Maytag, DigitasLBi Clean Up With MLB

Maytag has become the official washer and dryer of Major League Baseball and coinciding with the new partnership, the brand's agency DigitasLBi is introducing a campaign that includes digital banner ads, social media outreach, and an online influencer partnership.

In addition, Maytag will leverage the MLB deal with its on-going support of the Boys & Girls Clubs of America. 

"Men and women are both important targets for Maytag, however there is a trend of appliances becoming more important in men’s lives so they are a major focus for this campaign," says Brendan Bosch, senior brand manager for Maytag. "Appliances are a big purchase for families and we know men play a substantial role in influencing these purchase decisions." 

This 2015 Maytag Man Campaign kicked off during the MLB All-Star Game with “Factory,” a 60-second TV spot that places the Maytag Man with five current Maytag employees in a setting that emulates the brand's actual laundry production facilities in Ohio.

advertisement

advertisement

These workers were selected for the ad after submitting a personal video testimonial explaining their pride in the Maytag brand. The ads also recognize Maytag's generational legacy, as many of its employees are second- and third-generation workers. 

The ad marked the first time the brand has aired an advertisement during a live MLB broadcast, but the linkage of a brand with a long American history and America’s favorite pastime is a natural connection. 

"Because Maytag laundry is designed, engineered and assembled in America, it only made sense to partner with America’s favorite pastime," says Bosch. "Additionally, we love that sliding, diving and other “filthy” plays are some of the most fun and exciting parts of baseball. Nothing is better equipped to handle the filthiest of baseball stains than Maytag washers and dryers, which have the power to beat big league stains."  

The campaign has social media components,  including the “Filthiest Plays of the Week” contest. Later this month, Maytag will debut a new set of television spots to showcase its latest laundry machines featuring PowerWash and PowerDry cycles. 

Next story loading loading..